Pandora launches ad campaign in Australia/New Zealand

Pandora has launched its first local integrated ad campaign for the Australia and New Zealand markets. The ads made their debut across TV, digital, and outdoor in those regions on Saturday. The concept is firsts, with people talking about the musical accompaniments to various milestones, such as first kisses or first jobs.

“Music … triggers memories of seminal moments in our lives, it connects us as those first songs and bands become our own personal and collective soundtrack,” said Nicole McInnes, Pandora’s director of marketing for Australia and New Zealand. “We want to celebrate our listeners’ unique music journeys and demonstrate that by using Pandora, we allow people to continue a personalized journey of discovery.”

This ad campaign is a counterpoint to the new video ad Pandora released in the U.S. market earlier this year, which included TV and online spots. The push could help grow the current monthly audience of 78 million listeners in the Australia/New Zealand market.

Anna Washenko

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